Promotion

Promotion

The market is expanded at the same rate as production. It would be pointless to grow superb grapes and make exceptional wines from them if that achievement remained a secret. That's why the association sees marketing and promotion as such an important task.

More and more hectares are being planted with Pinotage grapes, and that means more and more Pinotage wines are being made. It is vital to ensure that the market expands by at least the same rate as the production.

The Pinotage Association does not market individual labels, but it does accept the responsibility of the generic promotion of Pinotage wines.

In his first year at the university his interest in wine drastically increased and the first thoughts came to change his career. After completing his degree in chemical engineering he worked in South Africa and California for two years, but then in 2003 he returned to the same university to study viticulture and oenology.

He was appointed as winemaker at Altydgedacht in 2006 and in 2009 also harvested in New Zealand. In his free time hy plays nylon-string guitar for several bands. Etienne is a member of the Management Committee of the Pinotage Association. Altydgedacht, Durbanville. Tel. +27 (21) 976 1295. etienne@altydgedacht.co.za

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